British drinkers are swapping strong cocktails for low-ABV spirits and Instagram-friendly soft drinks, according to a new study.

A survey commission by Franklin & Sons has found that one third of people are drinking less than they did 12 months ago. Another third intend to cut down over the next 12 months, with consumers being mindful about their alcohol consumption, drinking less and choosing quality over quantity when it comes to ingredients and measures.

A significant 79% of millennial consumers would opt for a non-alcoholic serve, drinking a fifth less than Generation X and showing a clear trend towards moderation.

Irrespective of whether alcohol is involved or not, the study of 1,300 consumers found that 60% of millennials want their drinks to look good for social media, and 75% of 18- to 34-year-olds regularly post photos of their drinks. This means that licensed venues should ensure that they don’t neglect Instagram opportunities by offering on-trend recipes and serving them in unconventional ways.